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iCrossing UK Client Summit 2011 - Managing reputation in a multi channel world

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Managing reputation in a multichannel world with Jon Munro from Visit Wales and Jason Ryan, Head of Strategy at iCrossing

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iCrossing UK Client Summit 2011 - Managing reputation in a multi channel world

  1. 1. Managing reputation <br />in a multi–channel world<br />Jon Munro, Visit Wales <br />Jason Ryan, iCrossing <br />
  2. 2. Budgets and Results <br />~£5 million per annum <br />~£60 million in additional value<br />What are “we” trying to do?<br />Maintain £3.5 billion contribution to economy<br />Improving Wales’ reputation on the world stage<br />Addressing persistent stereotypes<br />
  3. 3. Our world<br />What consumers are saying is shaping your brand<br />This requires both organisational and mind set change<br />Thinking beyond just tourism - the Wales brand <br />
  4. 4. Destination Branding <br />online has become<br />“reputation management”<br />
  5. 5. Content<br />Is content strategy a simple and unifying idea? <br />A community of content producers and consumers<br />Offer something to line up against<br />Source | flickr | davidking<br />
  6. 6. Socialisation <br />Conversation culture over information culture<br />Adding the credibility we so desperately need<br />Learning to live within the earned media space is scary<br />Source | flickr | DeusXFlorida<br />
  7. 7. Integration <br />Beyond online and offline media<br />Not just channels. It’s content. It’s people. It’s agencies<br />How do we create real synergy?<br />Source | flickr | purplemattfish<br />
  8. 8. Evaluation <br />Beyond site traffic and site conversion<br />Quality of content network <br />Conversation sentiment <br />Source | flickr | Julia Manzerova<br />
  9. 9. Big opportunity for Wales<br />Building on authority<br />Adding credibility<br />Wrapping in the brand<br />
  10. 10.
  11. 11.
  12. 12.
  13. 13.
  14. 14. Amplification<br />Using events <br />
  15. 15.
  16. 16.
  17. 17.
  18. 18. 100,000<br />No. of Unique monthly visitors to London blogs<br />75,000<br />Number of twitter followers associated to those blogs <br />123<br />No. of retweets <br />80,000<br />No of views on our facebook page<br />
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  22. 22. Yes, <br />social media is important<br />
  23. 23.
  24. 24. 153,000<br />Facebook fans<br />80,000<br />Monthly active users <br />5,000+<br />Energise 2.0 Hamill and Stevenson (2010)<br />Weekly posts and comments <br />
  25. 25.
  26. 26. But, <br />Integration is more important<br />
  27. 27. TV<br />Print<br />Digital Channels<br />The Big Idea<br />
  28. 28. TV<br />Social Media<br />Direct mail<br />The Big Idea<br />Print<br />e-mail<br />Off site partnerships<br />website<br />
  29. 29. Crowd sourcing<br />Content development<br />Community development<br />Targeted engagement <br />Creative <br />and paid media <br />amplification <br />
  30. 30.
  31. 31. The big opportunity for us Content really is king <br />
  32. 32.
  33. 33.
  34. 34. Our KPIs – the magnificent seven! <br />
  35. 35. iCrossing Approach<br />
  36. 36. Research: Benchmarking and opportunity analysis<br />Holiday<br />Breaks<br />Visit Wales 8th<br />Visit Wales 43rd<br />Visit Wales 42nd<br />Information<br />Activities<br />Visit Wales 39th<br />
  37. 37. Research: Seasonality analysis<br />Activities<br />Q1<br />Q2<br />Q3<br />Q4<br />
  38. 38. Research: Site profiling<br /><ul><li> How connected they are in their network (links obtained from network neighbours)
  39. 39. How large their audience is (traffic)
  40. 40. Google PageRank
  41. 41. URL mentions in Google
  42. 42. Number of Google Blog Search links
  43. 43. How engaged its audience is (3rd party bookmarking, comments)
  44. 44. Content placement relevancy (High / Medium / Low)
  45. 45. Type of content they produce (quality, context, freshness)
  46. 46. Likelihood of advocacy </li></li></ul><li>Research: Network profiling<br />
  47. 47. iCrossing Approach<br />
  48. 48. Strategic challenges<br /> Integrating ‘always on’ approach with campaign-driven approach (across planning, program & evaluation) <br /> Developing an on-going content and engagement strategy<br /> Achieving buy-in across organisation<br /> Demonstrating the value of digital marketing<br /> Pilot programmes (Ryder Cup)<br /> Sharing learnings and successes <br /> Iterative approach to planning and evaluation<br /> An Online Advocacy programme<br />
  49. 49. A network of experiences...<br />Quantifying people’s <br />web use is complex...<br />
  50. 50. User-centric framework<br />Evaluation Framework<br />“Do people know <br />about us?”<br />“What are they doing when they find us?”<br />“How do they feel about us?”<br />Awareness<br />Actions<br />Advocacy<br /><ul><li>Visits
  51. 51. Clicking on an advert
  52. 52. How long they stay there
  53. 53. “Bounce Rates”; whether people stick around
  54. 54. Rating something...
  55. 55. Leaving a comment...
  56. 56. Registering for something...
  57. 57. Watching a video...
  58. 58. Downloading something...
  59. 59. Signing up…
  60. 60. Bookmarking us
  61. 61. Following us
  62. 62. Expressing opinions on blogs </li></ul> and forums <br /><ul><li>Content recommended / forwarded
  63. 63. High profile bloggers posting </li></ul> about us <br /><ul><li>Attitudes changing</li></li></ul><li>User-centric framework<br />
  64. 64. Evaluation Framework<br />Aligning with Visit Wales KPIs<br />
  65. 65. “How do they feel about us?”<br />“How do they feel about us?”<br />Advocacy Metrics<br />A<br />
  66. 66. “What are they doing when they find us?”<br />“What are they doing when they find us?”<br />Action Metrics<br />A<br />
  67. 67. “Do people <br />know <br />about us?”<br />“Do people know <br />about us?”<br />Awareness Metrics<br />A<br />
  68. 68. Engagement scorecard<br />
  69. 69. Engagement Framework Benchmark slide<br />
  70. 70. Engagement Framework Benchmark slide<br />
  71. 71.
  72. 72. Digital Planning<br />Advocacy into Awareness<br />
  73. 73. Customer Lifecycle<br />Build Emotional Brand/ Appeal<br /><ul><li>Broadcast media
  74. 74. Digital advertising
  75. 75. PR
  76. 76. Tactical brand messaging</li></ul>Stimulate Advocacy<br /><ul><li>Understand Brand and Product networks
  77. 77. Content and engagement strategy
  78. 78. Evaluation</li></ul>Customer<br />Journey<br />
  79. 79. Leverage existing online communities<br />Conversation<br />Several large and active forums<br />Comments and discussion on news and blog posts is frequent<br />Sharing<br />Participants want to share experiences so others can benefit, particularly routes and photography<br />Participation<br />The community is open to participation, photo and route competitions<br />Site owners often review equipment and other products <br />
  80. 80. Targeted engagement initiatives<br />Online engagement initiatives centred on core products and aligned with brand campaigns<br />Active Participation<br />Inspiration<br />Exploration<br />Local Recommendations<br />Welsh Icons<br />Map as platform<br />Sustainable curated resource ofcontent, community and advocacy<br />
  81. 81. Real-time evaluation<br />
  82. 82. Increasing importance of social signals<br />
  83. 83. On the train conclusions<br />Supporting organisational change<br />Driving real integration <br />Helping develop the content strategy<br />

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